Research On The O2O Model Of Rural E-commerce In Suning

Rural areas are the key to building a well-off society in an all-round way.The rural problems have always been the most important issue in China.The domestic e-commerce in China's rural areas where live a large number of people starts relatively late and develops slowly.With the convoy of national policies and growing development of rural economy,entering into the rural e-commerce market has become the most important strategy for domestic Internet businesses in the future.The rural areas still have the issues including wide distribution of residents,imperfect infrastructures,monopolized traditional commercial channels,and low consumer awareness and so on.Can Internet enterprises effectively enter the rural e-commerce market through which model has always lacked the guidance of effective theories and successful cases.The customer experience of O2 O mode is stronger.In the rural market with low degree of online shopping acceptance and poor physical consumption experience,O2 O model provide goods according with demands and services with better experience to consumers through the online virtual space transactions,high integration of offline entitative goods and services,and affordable prices.The rural e-commerce industry chain produced by this will bring the benefits to all parties in the rural market.Suning is the most successful traditional enterprise of the Internet transformation in China.As the challenger of e-commerce and rural e-commerce market,Suning used rich experiences in the offline operation of Suning to organically combine online goods,offline good and services through O2 O mode.O2 O Model is the core of Suning's rural e-commerce and even the entire Suning ecosystem.This paper collects domestic and foreign research results of rural e-commerce,introduces and analyzes various models of the domestic rural e-commerce from the perspective of the enterprises entering the rural e-commerce market.Through thePEST analysis tool,this paper explores the development prospect of Suning's O2 O model in rural areas,carrying out comparative studies on the key points of benchmarking enterprise's product and service characteristics,business model,development idea and operation.This paper comprehensively analyzes the advantages and disadvantages,opportunities and threats of Suning in rural e-commercial areas by SWOT tools,sums up and concludes the practice paths and methods of O2 O mode of Suning's rural e-commerce,and puts forward relevant suggestions for entering and developing rural e-commerce market,hoping to provide some references for the development and expansion of rural e-commerce market in China through the studies of the O2 O model of Suning's rural e-commerce.